I have a strong connection with language. I was, after all, a literature major who became a high-tech journalist before eventually trading that role in to help companies and executives shape narratives and develop value-added internal and external communications strategies.
I had a fun evening the other night in which my husband challenged us to guess all of the phrases and words William Shakespeare created that we still use today. It got me thinking about how essential it is to recognize the role technology plays in shaping our world and sculpting the language we use, especially as we stand on the precipice of a new era of innovation. History reveals that language evolves in bursts, often catalyzed by seismic shifts in culture, technology and society. Consider Shakespeare, a figure whose literary genius gave us over 1,700 new words. His creations like “green-eyed monster” (“Othello”) and “bedazzled” (“The Taming of the Shrew”), “in a pickle” (“The Tempest”), “radiance” (“Two Gentlemen from Verona”) or “majestic” (“Henry VIII”) demonstrate the lasting impact of thoughtfully crafted expressions. Oh, and when words for an action didn’t exist, we could trust Shakespeare to create them, including the action to “undress”—for if we dress, we must also be able to undress. Some of my favorites include his clever creation of “wild goose chase” (“Romeo and Juliet”)—which helps to sum up that feeling one gets with a pointless or fruitless pursuit—or his capturing of that social tension we feel as humans in the phrase “breaking the ice” (“Taming of the Shrew”).
It’s easy to forget that words had to be created!
The tech revolution: A new lexical renaissance
Today, the tech industry stands as the new frontier for language creation, akin to the literary giants of the past. As CEOs and industry leaders, you are the modern-day Shakespeares, crafting terms that capture emerging technologies and concepts. However, it’s crucial to anchor these new words in accuracy and clarity to ensure they resonate and retain their meaning over time. Words like “cryptocurrency,” “blockchain” and “artificial intelligence” have not only expanded the English lexicon, they have also transformed our understanding of technology.
These terms reflect current technological capabilities and aspirations and influence the direction of tech development and adoption in various sectors. Each of these words encapsulates significant shifts in how technology integrates with everyday life and business operations, pointing to an increasingly interconnected and technologically advanced future.
Insights from the Oxford English Dictionary
The creation of the Oxford English Dictionary (OED) in the late 19th century was a monumental task that mapped the contours of the language and its evolution. It highlighted periods of intense vocabulary expansion, often aligned with technological advancements and cultural shifts. The meticulous process of documenting and standardizing terms was crucial in preserving their accuracy and relevance. This is the source of first usage of words, and it’s amazing to dive in and realize when and how a word or phrase came about—and how its usage has evolved over time.
The critical need for precision in language
Tech leaders wield significant influence over language’s evolution. The integrity of the terms we introduce is paramount. Misuse or overuse, particularly in marketing, can dilute the essence of these innovations, leading to confusion and ambiguity. I draw upon this article I wrote for Forbes back in 2018 titled, “Why Buzzwords Are Diluting Your Company’s Mission.” I remember the moment that drove me to draft this article. I was driving back from the Austin airport and saw a billboard with a well-known tech company’s name along with every buzzword possible—with an emphasis on AI, machine learning, data, neural networks and so much more. At the time—and even today—that company didn’t do anything remotely connected to these terms but desperately wanted to be connected to what was hip and cool. The words themselves have weight when something supports the claim but, in this instance, it was pure FOMO buzzword soup with no meaning or substance. If it felt disingenuous to me, I can only imagine how disconcerting it was for the employees who worked there. Even today, when I speak with companies, they feel the pressure to claim AI is part of their offering even when it’s a stretch. These are the moments when I wish I or some other comms professional were in the room to guarantee that what is said is accurate and easily supported. It’s essential to employ a disciplined approach to language, ensuring that each new term is defined, used and understood precisely and defensibly.
One of the best ways to test your language choices is to sit and consider how you would explain them to a journalist at The Wall Street Journal or an industry analyst at Gartner. After all, analysts and reporters are not going to just take your marketing or ad campaign on a billboard at face value and will take that one step further to question the veracity of your claims. Solid tech reporters know the difference between machine learning and AI and a company spokesperson swiftly loses credibility if they are making claims that can’t be supported. This is why you work first with your PR team to dig into the messaging you plan to use, define the space you are playing in and succinctly outline why you exist and why your target stakeholders should care. That early work sets the foundation, allowing you to test the language choices and ensure you’re ready for prime time. So whether you’re a disruptive offering in an industry that already exists or creating a new category that requires messaging—this upfront time with a team of PR strategists and messaging pros makes a difference. Remember, finding the right words takes effort and time but, once you have them and are confident in defending them, you can have more fun and be creative in describing the problem you are solving and the results your solutions bring. This is when you get to channel Shakespeare and create the turns of phrase that seem so perfect for your space.
The ethical dimension of language creation
With great power comes great responsibility. The words we choose to introduce must be considered carefully, as they carry the weight of clarity and inclusivity. The impact of these words on society and culture is profound, as they can shape perceptions and ideologies just as strongly as they can describe technologies.
As tech CEOs and industry leaders, you are not only steering your companies through waves of digital transformation, but also navigating the cultural currents that these innovations create. Embracing your role as word and phrase creators means contributing to a vibrant, evolving language that captures the spirit of our times.
We have the opportunity to embrace this role with enthusiasm and a deep sense of responsibility, recognizing that our contributions to language are as significant as our technological innovations. In doing so, we ensure that the legacy of this era is not only technological achievement but also a rich linguistic heritage that will inform generations to come.
